bout a month ago, Rasna tried to capture the swell of interest created by the colas by launching a clone in a sachet. It has followed on that with sampling in an unusual way. It has signed a contract with Calcutta Electric Supply Corporation (CESC) to distribute two sachets of Rasna Cola Cola with the electricity bill in Kolkata.

The sampling targeted middle class households. Rajesh Mehta, assistant general manager, marketing, Rasna Pvt Ltd, explains, "CESC classifies consumers on the basis of units consumed. We decided to distribute sachets among households that have a slightly lower consumption, that is SEC C and D. About two lakh households were earmarked for sampling." ... more